With more than 60% of Americans on Facebook, it has become one of the single greatest resources to connect with not only your friends and family, but also potential customers in your local market. While there are many ways to advertise on Facebook, one of the easiest ways to get started is boosting a post.
What does “boosting a post” mean?
Boosting a post on Facebook means that it will appear more often in people’s Newsfeed, giving your audience a better chance of seeing your post.
Please note, Facebook only allows you to boost posts from your business page, and not your personal profile.
If you have been on Facebook, you have most likely seen a boosted post (whether or not you knew it). They appear in your Newsfeed and generally speaking, are almost always related to your Facebook likes, interests, or articles that you have read. They also show the word ‘Sponsored’ above the post.
So, if other companies are using this method to target YOU, why not use the same method to promote and grow your real estate business?
What should you boost?
When deciding what type of post to Boost on Facebook, always keep in mind what your goal is. While you need to present consumers with interesting information so they engage with your post, you also need to be able to easily track your return on investment, or ROI. This is where lead magnets come into play. Lead magnets offer something valuable to a consumer in exchange for their contact information.
For example, when you share Cloud Attract landing pages on Facebook, you are enticing consumers with information about new listings or their home’s value. In exchange, you are capturing information about the lead including name, email, phone, address, etc. Make sure that when you share your Cloud Attract landing pages to Facebook, you add some compelling text to the post like, “Thinking about selling your home soon? Wondering what your home is worth? Find out in minutes!” to get people engaged with your post.
Boosting your posts on Facebook
Once you have shared your Cloud Attract landing page to Facebook, you’ll need to head over to your business page so you can boost it. Next to your new status update with the link to your Cloud Attract landing page you’ll see a blue button titled “Boost”, click that.
This opens up a new window that will allow you to select an audience to promote to, your budget, and how long you want your ad to run for.
Creating Your Target Audience
Facebook gives you many different options when choosing who you want to promote your post to. You can choose from:
- People who like your page
- People who like your page and their friends
- People you choose through targeting.
- Create a new audience
There certainly is no right or wrong answer, however there are a few things you will want to take into consideration. First, if you have less than 1000 people who “like” your page – it probably is not worth your time and money to just promote to them. Instead, choose to also target their friends. Second, if you are looking to target a very specific group of people, you’ll want to select and edit the “Create New Audience” option.
When creating a new audience from scratch, consider following the criteria:
- People who are within a 10-15 mile radius from your target market
- People older than 25 years old
- People who are have behaviors proving that they are “likely to move”
If want to be able to target this new audience again in the future, Facebook allows you to easily save it. Make sure you give it a recognizable name like, “Newport Beach Home Sellers” so you can easily locate it.
Budget and Duration
Before you set your post live, you will also need to decide on your budget and how long you want your boosted post to show for. As you increase your budget, the amount of people your post will potentially reach also increases.
If you are new to Facebook advertising, start with a budget and duration that is relatively conservative. Choose to show your boosted post for 7 days with a budget set to be under $100. After the 7 days you can revise you post or change it completely. Once you have an understanding of what works for you, then increase your budget and duration.
Tracking Your Results
Once you have set your boosted post live, the next step is to track your results. At the top of your Facebook business page you can find a tab titled “Insights”. From here you can gain information on how much traffic your Facebook page is generating as a whole, but also learn how specific posts are performing.
Find your boosted post then click on the title to open the analytics specific to your boosted post:
After you are more comfortable, make changes to the text in your post, your budget, and audience so you can optimize for the best results.
So there you have it! You are now ready to go boost your own Facebook post! Share your first Cloud Attract landing page on Facebook and start capturing leads from your local market.